Ray's Boathouse, a Seattle mainstay, reopens its new-look dining room

The main dining room at Ray’s Boathouse reopens to the public today after a four-month remodel – the first phase in an ambitious rebranding project aimed to make the iconic 40-year-old Seattle restaurant more popular with locals.

“Research showed that most locals had not been here in three to seven years. That’s a huge opportunity,” said brand consultant Ken Grant, founder of Motivated Branding.

“Basically we do over $9 million in gross sales a year,” general manager Mo Shaw said. “Ken sees our potential as up to $12-13 million.”

Russ Wohlers, one of four Ray’s owners, put the cost of the project so far at more than $500,000.

Starting with research, the rebranding has been under way for more than a year, including many meetings with staff and ownership to make sure everyone is committed to the changes.

The new Boathouse configuration – along with a new menu by executive chef Wayne Johnson – reflects a bid for younger customers and their interest in cocktail culture and sharing small plates.

What used to be one long dining space is now divided into three zones, with a 30-foot mahogany bar as its centerpiece.

Low-backed contemporary stools are steeped in indirect red lighting and face the restaurant’s unobstructed view of Shilshole Bay. The bar is flanked by two dining areas with all new furniture and carpeting and a band of soft yellow light running along the top of the floor-to-ceiling windows.

The number of tables has decreased from 40 to 25, partly because some booths have been removed to unclutter the view and partly to leave lots of elbow room. The bar area seats 28.

“We’re trying for the 40-year-old market. … especially the 40-year-old female. They’re the decision maker for dinner,” Wohlers said. “The priority guest for us is the local guest. The tourists get to come when we have room for them.”

Johnson, who moved to Ray’s from Andaluca last January, has added a five-course tasting menu and some Mediterranean flair to the seafood-driven lineup.

It’s all part of an effort to maintain Ray’s standing as a special occasion restaurant while also coaxing area residents to return more often, including in non-summer months. And in the case of younger residents, the changes are meant to let them know this is not their parents’ Boathouse.

“We’ve been celebratory and special occasion for so long, we’ll continue to do that,” Shaw said, referring to full entrée dinners. “I think the younger people we’ll attract will do more shareable plates. The expectation is that for the dollars we put in, we’ll get dollars out.”

More changes are planned for the main dining room, including the addition of a fireplace and outdoor seating, something that so far has been limited to the more casual café upstairs.

For phase two of the project, two sides of the café deck will be enclosed. That work will begin after the summer. Phase three will be a revamping of Ray’s catering service.

Grant, the branding consultant, noted that Ray's has been doing well all along. The rebranding project, he explained, is meant to ensure that Ray’s remains relevant and appealing.

“There was nothing wrong with the restaurant,” he said. “But companies that don’t do very well are the ones that become complacent. You can never, ever take success for granted.”